The New Zealand Ministry of Health won a gold EFFIE in the SOCIAL MARKETING / PUBLIC SERVICE category for TheLowdown.co.nz website, which is part of its National Depression Initiative created to help young New Zealanders understand and recover from depression.
The aim of the website is to reduce the impact of depression on youth by encouraging them to seek help. Young people are notorious for not going to GPs or using other support services. They are difficult to engage, even with issues that interest them, let alone with an issue that they don’t understand and that still carries a social stigma.
One in seven young Kiwis will experience serious depression over the next 12 months, a condition closely linked to suicidal behaviour.
TheLowdown.co.nz is a leading edge multimedia website where musicians and celebrities shared their experiences of depression. A place where youth can learn about depression, take a self-test, listen to NZ music, talk to their peers via a message board and receive professional support via free text messaging and email support services.
Brian van den Hurk, DraftFCB General Manager, says, “With the sobering statistics for youth depression and suicide it is crucial that we help young people to deal with and recover from depression. TheLowdown.co.nz has been created for them to get help as quickly as possible. If they can develop their skills in coping with what life throws at them, they can have more control over their future."
Details from a Scoop report
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